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Note for ebook customers: The design and layout of this book play a key role in conveying the author's message. When creating the ebooks, we've tried to keep the look and feel of the print edition, but this means that not all e-reading devices will support the…
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For more than two decades, Winning at New Products has served as the bible for product developers everywhere. In this fully updated and expanded edition, Robert G. Cooper demonstrates why consistent product development is so vital to corporate growth and how to…

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"Guidance you need to understand and embrace the nation's most economically dominant generation."- B. Joseph Pine II, coauthor, The Experience Economy and Authenticity "The first book about Boomer men to integrate gender and generational insights into a…
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From the American Marketing Association, the world's largest and most comprehensive professional association of marketers, comes the AMA Marketing Toolbox series, a unique source of information, ideas and direction for anyone building an effective marketing…

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Why do some businesses fail while others thrive no matter what? It's all in the customer. This fast moving, real-world analysis of a ten-year world-wide research study reveals how one kind of customer is responsible for over 75% of discretionary spending…
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Kobo ebook | German

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Auf allen Hierarchieebenen werden in Unternehmen Entscheidungen auf Basis von Marktkenntnis und -erfahrung getroffen. Je besser und aktueller die (Markt-)Informationen sind, desto größer ist die Wahrscheinlichkeit, dass Mitarbeiter und Führungskräfte die richtige…

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This book describes how entrepreneurs—of any race—can profit from marketing black culture. It profiles entrepreneurs who have done this successfully, such as Diane White, founder of Blackberry's, which sells Afro-centric home decorations (e.g.,…

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Marketing is psychology, in practice. That’s all it is. This book will introduce you to fascinating research in the areas of social psychology and consumer behavior. But more importantly, this book will show you exactly how you can apply these research…

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In a world with a seemingly infinite amount of content and scores of methods for consuming that content, marketing communication today is about appealing to individuals, person by person. Effectively appealing to customers requires delivery of brand experiences…
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